It’s brands like Every Second Counts which are helping to change the way we see our gym clothes, I think you will agree that the world of sportswear has changed so drastically in the last few years. Now the words stylish, sleek and fashionable are readily associated with gym outfits, its become normal to wear sportswear not only to the gym but out to brunch or on your food shop. Stylish sportswear is the new it outfit to be seen in. Sally Dixon is the lady behind the fantastic brand Every Second Counts, having worked for 17 years in the fashion industry Sally who was also a fitness fanatic decided to combine both of these passions. Through which Every Second Counts was born. I speak to Sally about where the idea for Every Second Counts came from, her background, exercise regime, what keeps her motivated, some exciting Every Second Counts news and much more. I hope you enjoy what she has to say as much as I did x

1. Can you describe how Every Second Counts first came about and where the idea came from?

Having worked for 17 years producing fashion shoots for magazines, as much as I loved my job, I felt it was time to move away from magazines and focus on something digital based as more and more publishing houses were cutting magazines and staff from their portfoilos. I knew I wanted to hang on to the creative side of my previous job and at the same time was passionate about fitness and healthy living so I thought my dream job would be to combine the two and so I decided to chase that dream. At the same time I was always massively in to fitness and healthy living, running 2 marathons in Venice and Berlin. As much as I loved my job in the fashion world I decided I want to start up a business of my own(I come from a very entrepreneurial family so it’s in the blood!). I knew that digital was the way forward so I decided to combine my creative expertise with my love for fitness and start my own fitness wear brand from scratch with it’s own dedicated ecommerce site. The name came about due to my marathon running, I completed the Berlin marathon in 4hours 1 minute which was hugely frustrating! Those extra 60 seconds really did count as I had wanted to get a sub 4 hour time. So not only do the seconds count in competitive sport but also in everyday fitness, sometimes we just don’t have the time to fit it in to our busy schedules but it’s important to take those seconds to look after your body, whether through fitness or simply by taking a moment to yourself; hence Every Second Counts was born.

2. Can you tell us a bit about your background? 

I am originally from Yorkshire but moved to London to do a degree in Fashion Journalism and Promotion at the London College of Fashion. After graduation I spent years working in publishing as a Fashion Director working on the fashion pages of various different magazines. I was lucky enough to travel the world producing beautiful images on fashion shoots and compiling the style pages.

3. Where did your love of health and fitness come from?

I have always been in to fitness since being introduced to it by my sister-in-law when I was a teenager, she used to have a personal trainer and I would join in with the sessions which were always fun and involved everything from weights based exercise through to cycling and kickboxing. Subsequently in my late 20’s I focused on running as my main source of exercise, completing 2 marathons(Venice and Berlin). The more I exercised, the more I became interested in how food fuelled your body pre and post exercise and hence my love of healthy eating came about. In my early 20’s I used to eat everything  ‘fat-free’ which I soon realised was not the healthiest way to approach food!

4. Can you describe Every Second Counts in a nutshell?

Activewear designed to go from the gym/running/pilates/yoga class to daily life in a second. Encouraging you to fulfil every moment and make every second count.

5. Have you got any exciting future plans for Every Second Counts?

Very exciting plans! We are launching menswear in April.

6. How do you think the attitudes towards health and fitness have changed in the UK over the last year/s?

The UK has always been a little bit slow on the uptake when it comes to health and fitness compared to say the States. In the last year especially though there has been a massive upsurge in UK people interested in looking after their bodies and wellbeing which is fantastic to see. There are so many great juice bars, fitness studios, healthy cafes and wellness brands that have opened up proving that the need is there and people are focusing more time and effort on looking after themselves.

7. What’s a typical day in the life of Sally Dixon?

Hmm, a typical day in the life of Sally Dixon is always busy! Most days I get up at 6.15am to make a 7am class at the gym, sometimes it’s the only way I can fit exercise in to go before my day properly starts. I’m home again by 8.15am, have breakfast and either head to the office(which is a five minute drive away, lucky me!) or teach a private client(I am a qualified Pilates teacher). If I don’t have any meetings scheduled then the day will be spent in the office doing everything from social media, checking stock, answering customer queries to planning the next seasons collection, sending out PR requests, accounts and lisaing with my production agent. In the evening I teach Pilates classes or maybe even get a chance to do some yoga myself – my favourite way to unwind. I get home around 9pm, have some dinner and check through my emails then it’s pretty much time to go to bed!

8. What do you typically eat in a day?

I always start the day with hot water with freshly squeezed lemon juice and fresh ginger in it to kick start the digestive system and wake my body up. Breakfast is usually scrambled eggs with spinach and chilli, half an avocado and a freshly made green juice if I have time to make it. I was lucky enough to get an amazing juicer for Christmas so I can make my own juice combos, which is a bit trial and error at the moment! Mid morning snack would be something like an apple and a handful of almonds/brazil nuts/walnuts. For lunch I always have something protein based, so grilled chicken with quinoa and fresh veggies generally. I am often working in the evenings teaching Pilates or training myself so dinner is usually something light when I get in late, grilled salmon with spinach, rocket, grilled aubergine, beetroot and pumpkin seeds.

9. Do you have any favourite healthy recipes?

Yes my favourite recipe is a French-Style Chicken Stew with tarragon from the Quick Cook One Pot book by Emma Lewis . It’s so incredibly quick to make, has lots of goodness in it and is the perfect dish on chilly winter evenings. I make it without the potatoes in but I do keep the white wine in it!

10. Do you have any favourite eating spots in London?

At the moment I’ve got a bit of a crush on breakfast at Pizza East Portobello –  avocado with chilli and lemon on toast with 2 poached eggs on top, it’s making me hungry writing about it! I have the same thing every time I go so maybe I should branch out and try the rest of the menu! I also love Lab Organic and The Detox Kitchen for their delicious selection of healthy food, juices and mylks – I always leave feeling very virtuous indeed!

11. Do you have a particular exercise routine and any favourite classes?

As a qualified Pilates teacher I am always incorporating Pilates based exercises in to my workouts at the gym. I get so bored on the cardio machines that you will rarely find me on the stepper or treadmill for very long, I much prefer body weight training and having fun with handstands. I’m usually the one jumping around at the gym and hanging upside down on the monkey bars looking slight crazy! I’m also a big fan of HIIT training.

12. What motivates you in the morning?

Loving what I do!

13. Do you have any advice for young working women trying to lead a healthy lifestyle?

I would say it’s important not to obsess over it too much and not to let it overtake your life. Healthy eating and fitness is great but it can be tough to stay on track especially if it’s a new concept to you. However the more you get in to it the easier it will become as once you feel the benefits of good diet and exercise you won’t want to go back to that tired sluggish feeling you get with eating ‘fast food’ and not moving your body. Making it a lifestyle choice really is the key – forget the fad diets and the get fit quick exercise plans – find what works for you and fits in to your life then be consistent with it and enjoy it!

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